Marketing for Managers Mar101 Ruzieva Karolina Yurevna Abduganiev Abdurakhmon Abdugafur ugli Azamjonov Khikmatillo Iskandarbek o'g'li Tokhirov Asadbek Word count

2.2 A new stage of development
In 2007, Reed Hastings realized that the light did not converge on DVD, and it was time to master the space of the Internet. Netflix launched its streaming platform and began distributing video streaming. This has made the company one of the most successful in the world.The Netflix platform differed from others launched earlier, primarily in that the production order was received immediately for the entire season of the series, without launching trial first episodes and studying the audience's response to them. That is, viewers could watch their favorite series in one fell swoop, without waiting for the release of new episodes. In 2010, the company began to expand its geography and conquer new markets. At first, it offered services in Western Europe and Latin America, and by 2015 it was already represented in Australia, New Zealand and Japan.
Netflix brings different business models together. This approach is related to the company's line of business - streaming video and in-house production. Thus, the following strategies can be distinguished:Going from offline to online. In 2007, the company, which had previously rented discs with entertainment content, decided to completely go online. This led to an increase in the audience and the attraction of clients from other countries. The path from distribution to production. In order to keep customers on their streaming platform, it was decided to create unique content. Now the company offers viewers not only the most popular and anticipated films and series, but also produces its own high-quality film products.Audience research and statistical algorithms. Netflix, having no experience in producing series, managed to conquer the market and significantly increase the number of subscribers around the world. And all thanks to the use of customer data that has been accumulating over the years in the company's database (age, place of residence, languages spoken by users, their taste preferences, both in film genres and in actors). After analyzing this information, the company worked out certain algorithms and started filming a movie. In particular, based on customer data, the hypothesis of the first web series called "House of Cards" was built, which became very popular. The same algorithm was used in the creation of other series and films of the company.As a result, Netflix, having gone from renting DVDs to producing original content, conquered the whole world. But the company does not stand still - it is in dynamics all the time, as it strives to maintain its leadership in the market and wants to provide customers with all new entertainment. The mission and values of the brand emerge from these desires.



Netflix organization change [3]